A fresh identity for a new generation
I led the rebrand of Jack Astor’s to bring back its rebellious spirit and reconnect with younger diners. The brand had grown tired, and guests were no longer feeling the energy that once defined it. We redesigned the experience with a bold visual identity and a lively voice that spoke directly to Gen Z while still respecting long-time regulars.
Redefined Jack’s voice and personality to appeal to younger diners who value authenticity, attitude and memorable experiences.
Built a scalable visual identity across logo, photography, menus and digital channels. Every element worked together to express the same bold character.
Brand Design, Experiential Design, UI/UX | Jack Astor’s
“The rebrand delivered a real shift for the business. Guest sentiment climbed, younger diners returned in force and renovated locations outperformed expectations.”
Anesie Johnson
— VP, Marketing, SIR Corp
Business goal:
Reposition Jack Astor’s as a culturally relevant, youth-ready brand that strengthens guest sentiment and drives more first-time visits and revenue across renovated sites.
Design/experience goal:
Craft a playful, rebellious identity that links every touchpoint, from menus to signage to digital surfaces. Build a cohesive system that feels energetic, authentic and unmistakably Jack’s.
Role:
Lead designer
Guest sentiment rose to 93 per cent, first-time Gen Z visits jumped by 47 per cent and renovated restaurants saw a 20 per cent lift in revenue.
Growth in first-time Gen Z visits within six months.Positive guest sentiment after launch.Revenue uplift in renovated locations.93%
20%
The impact